物流企业与市场导向战略

Logistic Enterprises and Market-Orientation Stratagem

采用Narverand Slater市场导向的架构,通过问卷调查和访谈对重庆市物流企业进行了市场导向测度,从实证的角度通过相关分析和回归方法分析市场导向各个组成部分对物流企业绩效的影响。通过对研究结果的分析和对物流企业的访谈,提出了物流企业如何实施市场导向战略的建议。

The paper has made an empirical study on the market orientation of logistic company in Chongqing, based on the content construct of market orientation by Narver and Slater. Factor analysis and regression analysis first have been adapted to analyses the individual components of market orientation and their relationships with the Chinese company performance separately. Based on the results of empirical analysis and interview with logistic enterprises, we bring forward our advice for logistic enterprises how to put market orientation stratagem into practice.